Women’s rights are defined as the rights that promote a position of legal and social equality of women with men. United Nations (UN) Women created a powerful campaign exposing Google autocomplete phrases that demonstrate lack of women’s rights. The ad shows two Muslim women, the one on the right with a hijab on and the one on the left without a hijab. They both represent a minority race, one facing issues in traditional Islamic countries and one facing issues in first world countries. The ad emphasizes on the bettering of women’s right internationally. The author(s) use ethos, pathos, and logos to further render their argument effective. 

The author establishes ethos by having the ‘UN Women’ text printed at the bottom of the ad. Audiences all over the world are very aware of who the UN is; it’s composed of intelligent leaders of countries across the globe. The people that are on this powerful platform have a strong voice that is able to reach many audiences. The sheer fact that this is a UN Women project demonstrates that they can target a larger audience because they are a larger organization. Many people know of Emma Watson, the UN Women Goodwill Ambassador. Her presence in UN Women causes more people to look at the ad since most people grew up watching the Harry Potter films. Also, UN Women is not filled with people who are simply there to be there, they are picked very carefully and thoughtfully.  They are a very well educated team, hence why audiences can trust what they have to say. 

The author establishes pathos by appealing to the women of the audience in terms of relatability. The ad itself depicts two women of color, perhaps of the same race and religion. They both specifically have the search boxes covering their mouths, representing how little their opinions and voices mean in this day and age. Though all women are not of the Muslim descent, they too suffer from discrimination that is relevant to being able to vote, work, obtaining equal pay, or do a sport that is considered a “men’s” sport. This ad makes the women of the audience feel anger, equality between men and women is not difficult to accomplish in their minds yet it is 2016 and equality between sexes is still a prevalent issue. Furthermore, the expressions the women hold are neutral and passive, as if they are used to facing this discrimination. It just comes with being a woman. The sadness and hurt in the eyes of the woman on the right is very apparent and the anger in the eyes of the woman on the left is distinctive as well. The colors of the ad represent ideals as well, the colors consist of darker skin color, black and white. This demonstrates that views on women’s rights should not be a gray area. It’s black or white; either one supports it or does not. There are men that go about saying they are for women’s rights but at the end of the day, fall back on traditional views. The author successfully appeals to its targeted audience (women)  in relation to pathos, the characteristics of the ad further fuel the audience’s anger and the passion they feel towards this topic. Their increase in passion for the topic could allow them to cause change, which accomplishes the goal of the author for women’s rights to be heard.   In addition, the text at the bottom of the left search bar states “women shouldn’t suffer from discrimination anymore” and the text at the bottom of the right search bar states “women need to be seen as equal.” The text is small in size, which represents the lack of importance that women’s rights has and how little most people (men) think of it. 

 The author is able to further stress the lack of women’s rights by appealing to logos and using specific diction. The visual characteristics of the ad represent many things but the words hold far more obvious significance. The search bar on the left starts with “women shouldn’t” and then the autocomplete states “have rights, vote, work, box”, targeting women on intellectual merits. As if women are not competent enough to vote, work or simply have rights. The search bar on the right starts with “women need to” and autocomplete fills in the blank with “be put in their place, know their place, be controlled, be disciplined”, targeting women as being possessions, not partners. It sounds like women are animals who are the property of men, as if women do not belong to themselves, but to everyone else. The autocomplete words or phrases are derogatory and sexist.  It is appalling that there are people who think this way, who choose to be stuck in this mindset. In addition, if the words “shouldn’t” and “need to” are switched then the true message of this ad is shown. When switched, the right side reads “women shouldn’t be put in their place, women shouldn’t know their place, women shouldn’t be controlled, women shouldn’t be disciplined”. The left side would read, “women need to have rights, women need to vote, women need to work, women need to box”. The switching of the words represents how women truly deserve to be and should be treated, and shows how easy it is to fix the problem of women’s rights, yet nothing has been done.

The author proves their argument effective by using Aristotle’s appeals: ethos, pathos, and logos. Women have conquered just about everything; they no longer need to be compared to men to earn some respect in the eyes of society. They are their own person who have their own accomplishments. Advocating for women’s rights in 2016 would not be necessary if they were already universal rights. One may assume that the two women are living in different countries -  the one on the right struggles with being able to vote and work but the one on the left struggles with issues as simple as being seen as an equal human, forget even thinking that they should not be allowed to vote or work. Although, one may also assume that the women are from the same country, the challenges these two women face are very different. The opinions on women wearing hijabs are far different from the women not wearing them. The world has evolved so much, there is no reason for women to be discriminated against - hijab or no hijab. 
